The rise of grocery e-commerce in the UK is leading food manufacturers to investigate whether selling directly to consumers could be worth pursuing. We weigh up the prospects for the fledgling channel.

With the e-commerce channel growing in the US but still in its early stages, food manufacturers are weighing up various ways to build a presence in the channel. just-food's US columnist Victor Martino argues suppliers should think carefully before putting too much emphasis on selling directly to consumers.